Best Denim Trends in a Story – Story Brand, UK

With organic fabrics, natural dyes, seasonless cuts and a studied seriousness when it comes to slow and steady production processes, UK denim brand Story takes a carefully considered approach to clothes manufacturing. Founders Katy Rutherford and Saeed Al-Rubeyi (aka Katy Katazome and Bobbin Threadbare) aim to craft a tale for their public, using vintage cuts and workwear-inspired styles as their narrative. ‘We visit every location in which our materials are made, not only to check on the quality of the products and meet the makers, but also to photograph and share the adventure,’ say Rutherford and Al-Rubeyi. Fans can come up with their own creations: Story organizes ‘mobile vat’ workshops where participants, armed with a cotton tote bag or T-shirt, learn the basics of natural indigo dyeing and go home with their own vat of dye for future projects. The tale of this brand is well worth telling in a denim magazine.